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The Marketing of a PACA
Exercise and a PACA Project
Jörg Meyer-Stamer
Why discuss the issue of
marketing?
 It is important to raise interest for PACA in the local community
 It is important to distribute advance information
– to mobilise local actors for the preparation of Mini-workshops
and interviews
– to mobilise local stakeholders for the Kick-off Workshop
 It is important to disseminate the result of the Kick-off Workshop
– to facilitate the execution of Mini-workshops and interviews
 It is important to disseminate the key points of the PACA
Presentation
 It is important to communicate the implementation of the PACA
Project
The structure of this presentation
 Marketing in the build-up and preparation of a PACA
Exercise
 Marketing during the PACA Fieldwork
 Marketing of the PACA Presentation
 Marketing in the implementation phase
Marketing in the build-up and
preparation of a PACA Exercise
Marketing challenges in the buildup and preparation of a PACA
Exercise
 Raise interest and identify a PACA Champion
 Identify other organizations to support the PACA
Exercise
– PACA Team members
– financing
– organizational / logistical support
 Inform the local community about the upcoming
PACA
– raise interest in the Kick-off Workshop
– raise interest in Mini-workshops and interviews
Raise interest and identify a PACA
Host
 Local government? Public business promotion
agencies?
 Business Chamber? Business association?
 NGO?
 Other actor?
Identify other organizations to
support the PACA Exercise
 Brainstorming between PACA Host and external
PACA Consultants
 Personal approach to other organizations by highlevel representative of PACA Host
Communication tools / media:
 Personal communication
 PACA Flyer
 PACA Videos
 PACA Presentation (ppt)
Inform the local community about
the upcoming PACA
Communication tools / media:
 PACA Flyer
 PACA Videos
 Press conference
 Press release
 Radio program
 Targeted presentations
– business associations
– business support organizations
– NGOs, community organizations
 Information in Chamber News, Chamber website etc.
Invite local players for Miniworkshops, interviews
 Address them via a trusted person / organisation
 Have explanation of PACA ready
– prepare person that makes contact to explain
PACA properly
– expect and prepare for the question: What is in it
for me?
 Address people through their preferred channel of
communication
– personal meeting, phone call
– fax, e-mail
– letter
– SMS
Typical sequence in preparation
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You call a person to invite her to a Mini-workshop
The person asks for written explanation on PACA
You send information by fax / e-mail / letter
You call again
The person states that the fax hasn’t arrived
Send it again
Call again, make appointment for interview or Miniworkshop
 One day before, send an SMS / fax / e-mail as a
reminder
What typically goes wrong at this
stage
 Secretary is tasked with handling invitations, but can’t
explain PACA properly
 Invitees are addressed by the wrong person /
organisation
– private sector people are suspicious when
government approaches them
– government doesn’t listen when private sector
approaches it
 Invitees are contact through the wrong channel
– PACA organiser just sends out photocopied
letters, because it’s more convenient
Marketing during the PACA Fieldwork
Main marketing issues during the
PACA Fieldwork
 PR activities around the Kick-off workshop
 Communication of the results of the Kick-off
workshop
 Media events during fieldwork
PR activities around the Kick-off
workshop
 Invite media to the Kick-off workshop
 Briefing of media representatives after the Kick-off
workshop
– main results / most interesting observations during
the Kick-off Workshop
– activities during fieldwork
– date and place of PACA Presentation Event
Communication of the results of
the Kick-off workshop
 (Photo) documentation of Kick-off workshop
– available at website of PACA Champion
– hand-out (for interviews)
– wall paper / panel (for Mini-workshops)
Media events during fieldwork
 PACA Champion and External PACA Consultants
giving interviews to local media
– radio
– local television
– newspapers
Marketing of the PACA Presentation
PR activities around the PACA
Presentation Event
 Invite media to PACA Presentation Event
 Briefing of media representatives after the PACA
Presentation
Marketing / dissemination of
Presentation
 Print hand-out of PACA Presentation in nice,
attractive format
 Dissemination of main results
– local websites (Municipality, Chamber)
Marketing in the implementation phase
Main marketing instruments
during implementation
 Constantly updated information on PACA Project
– local PACA Website
– regular information in local media (column?)
• give PACA Project champions an opportunity to
present their achievements
• stimulate exchange of information between
projects
• implicit function: monitoring of PACA process
 PACA Festivities / Events
– sustain excitement around PACA
– fund-raising
Thank you for your attention!